Spring is officially here, and that means it’s time for some good old spring cleaning.
No, I’m not talking about finally de-cluttering your office and organizing your jam-packed file cabinets… I’m talking about cleaning up your law firm’s digital footprint, which is a crucial aspect of your law firm marketing.
Your digital footprint is essentially all the data that exists about your law firm across the Internet. This is data such as your online directory listings and reviews on sites like Google My Business, Bing Places for Business, Yelp, Avvo, and Martindale-Hubbell.
You can start cleaning up your digital footprint by ensuring that all online listings of your law firm include the correct name, address, and phone number (NAP), and that this information is consistent across the web.
Having inaccurate or inconsistent NAP information on directory sites can do a couple of things:
- Stop potential clients from reaching out to your firm
- Hurt your ranking and visibility in local search results
Don’t Lose Potential Clients
Imagine this… let’s say you’re a personal injury attorney who primarily handles auto accident cases. Someone in your area is injured in a car crash and looks up local attorneys on Yelp. The victim sees your name and clicks on the listing, but guess what—the information is outdated and the phone number no longer works. Not only have you frustrated injury victim, but you just lost a potential case!
Now let’s look at another scenario. Someone in your area is searching online for a divorce attorney and checks out reviews for your firm on Avvo. There are a couple of good reviews, but also an equal amount of negative ones. The searcher is turned off by the negative reviews and moves on to the next lawyer, who seems to have an endless amount of glowing recommendations. If only you had been working on an ongoing strategy to consistently attract positive reviews from your happy clients, you might not have missed out on this opportunity.
You never know how a potential client is going to find your firm online. That’s why you need to keep all of your listings up-to-date and your reviews as strong as possible!
Don’t Rank Poorly in Local Results
Did you know that the accuracy and consistency of your Google My Business profile and other online listings significantly impact your ranking in local search results? They have an effect on both overall organic results and the Local Stack/Snack Pack results (the Google Maps business listings that appear close to the top of the page).
Local Snack Pack results for “personal injury lawyer in Atlanta”
If your listings are a mess with conflicting and/or inaccurate information, this makes it harder for search engines such as Google to validate your law firm as a reputable business. And the less reputable you appear to search engines, the lower you law firm website will appear in local search results, and the less likely it will be to appear in the coveted Local Stack/Snack Pack listings. Moz provides a breakdown how NAP consistency and online reviews affect overall and local rankings.
Additional Tips: You can also help boost your local SEO by ensuring that your Google My Business profile is set up properly, that it’s getting a lot of traffic and reviews, and that you are targeting an area that your office is physically located in. For example, you can’t rank for Los Angeles if your office is in Burbank.
Scorpion Can Help You Get to Work & Improve Your Firm’s Online Profile
Here at Scorpion, we know it can be hard to spend the time needed to monitor your online reputation and keep it in top shape. After all, you’re an attorney who is probably swamped with cases and the ongoing needs of your clients. That’s why we are here to help.
When you use our online reputation management services at Scorpion, you get a local SEO specialist who will expertly evaluate your online profile, clean up your local listings on major directory sites, help you monitor important online review sites, work with you to attract more positive reviews from clients, and much more.
Because we stay up-to-date on the latest search engine guidelines and trends, we can help you maintain a clean and competitive online footprint that will get your law firm found in local search results. Give us a call to find out how we can help you improve your firm’s online reputation!
To learn more about how to manage your law firm’s online reviews, download this free guide.
About the Author
Nicolas Gomez is Senior VP of Sales at Scorpion. He helps law firms generate more business and increase their revenue through customized online marketing strategies, including strategies that incorporate website development and search engine advertising. Nicolas has more than 15 years of marketing, technical, and industry experience. During his personal time, Nicolas enjoys exercising, playing golf, playing in poker tournaments, and traveling.